A framework of how sponsoring esports benefits brand imatge
The purpose of this research was to identify the elements that facilitate or lead brands to acquire an improved brand image as a result of sponsoring esports. A conceptual framework was created and then improved by empirical data. This exploratory and quantitative research analysed 1,611 esports fan...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | UVic-UCC |
| Repositorio: | RiUVic. Repositori institucional de la UVic-UCC |
| OAI Identifier: | oai:dspace.uvic.cat:10854/8644 |
| Acceso en línea: | http://hdl.handle.net/10854/8644 |
| Access Level: | acceso abierto |
| Palabra clave: | Patrocini esportiu Esports Màrqueting Construcció de marca (Màrqueting) |
| Sumario: | The purpose of this research was to identify the elements that facilitate or lead brands to acquire an improved brand image as a result of sponsoring esports. A conceptual framework was created and then improved by empirical data. This exploratory and quantitative research analysed 1,611 esports fans who were sampled through a non-probability purposive heterogeneous method. Empirical data was gathered through an online and closed-ended survey. Data showed that esports sponsorships provide seven main elements that benefit the sponsors’ brand image. The field of esports sponsorships has been largely ignored by academia. Hence, this research provides the first step in better understanding the benefits of sponsoring esports and creates a foundation for future studies to base themselves on. Knowing the main brand image-related benefits of sponsoring esports will promote the confidence of brands that are still reluctant about entering this new market. |
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